problem

Outdoor NC had adopted the principles of Leave No Trace, a strict set of guidelines governing the impact of visitors on North Carolina’s outdoor spaces, guidelines that were seemingly at odds with the joy of outdoor adventure.

how we answered

We created a TV awareness campaign that compared the seemingly restrictive Outdoor NC guidelines with a world without any guidelines at all.

results

While there was no funding for an impact study, we like to think we made a big impact by encouraging people to make a small one.